Michele Clancy | 25-09-2013
Adobe has updated its Adobe Primetime TV delivery and monetisation platform for programmers and pay-TV service providers with analytics capabilities.
The enhancements give content-owners access to a broad set of data to better understand their digital audiences, including viewer engagement with both content and ads. In addition, Adobe announced a cloud DRM service to simplify the deployment of content protected videos across devices.

"Adobe Primetime has seen rapid adoption by the TV industry since its introduction less than five months ago," said Jeremy Helfand, vice president of video solutions at Adobe. "Major programmers and pay-TV service providers worldwide, including Comcast, NBC Sports, Turner Broadcasting, RTL Group's M6, Tennis Channel and others already use Primetime today. With more than 29 billion video streams delivered by Adobe customers in Q3 alone, advancements in video measurement and content protection are crucial for these media companies to deliver amazing TV experiences online."

The Adobe Analytics Essentials for Video provides second-by-second insights, such as time spent viewing content, along with start, completion and abandonment rates. Standardised metrics for video content and ads allow users to compare detailed viewer engagement across platforms and devices to enable accurate benchmarking.

Adobe Primetime is also introducing a real-time quality of service (QoS) monitoring service that enables video diagnostics to better understand the quality of the viewer experience, and to optimise content experiences and ad loads. Primetime QoS monitoring is tightly integrated with Adobe Analytics, giving customers a unified set of data across audiences, quality of streams, and other site and app engagement. The video analytics capabilities also integrate seamlessly with existing infrastructures and can access metadata from third-party solutions.

A new pricing model with a flat, per-stream price for video content is being launched in tandem.

Adobe, meanwhile, launched a cloud-based DRM service, available as a hosted Web service in the cloud, to handle compliance and robustness, management and scalability. It also ensures that new features can be added easily without the need to update software on an on-premises server.